Duration: 3 days
University Affiliation: York University’s Schulich School Executive Education Centre
Course Overview
Take charge of your most important strategic growth vehicle - your distribution channels - with modern channel management techniques for marketing, sales and customer service professionals.
Marketing channels are changing rapidly due to higher customer expectations, changing strategic priorities and shifts in the balance of channel power. In an environment of expanding technology capabilities and increasing channel diversity, effective channels management is now a competitive necessity. Learn how other firms are meeting this challenge.
What You Will Learn
- Understand different channel design options – what channel strategies make sense for your business
- Negotiating new forms of channel alliances – how to work together to maximize market opportunities
- How to manage and control multiple channels for incremental growth
- Evaluate distribution growth and intensity – how does it affect your product exposure and service levels?
- Channel conflict resolution strategies – what works
- The concepts of channel structure and how to introduce a design strategy
- Market variables impacting your channels' performance
- How to balance efficiency and customer needs when designing your marketing and sales channels
- The interplay between channels and the other three 'P's – product, price and promotion
- The role of the channel manager
- A marketing approach to analyze strategies for channel recruitment, engagement, enablement and reward
Topics Covered
- Day 1: Strategic Channel Design
- Business and Market Factors Driving Channel Design
- Developing Alternative Channel Structures
- Day 2: Deploying Channels Programs
- Optimizing Your Channel Structure
- Day 3: Improving Channel Effectiveness
- Achieving Channel Integration
- How to Build Higher Performance
- Putting It All Together
